Dr sanjay bharti

8/9/2019 Dr sanjay bharti

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A

Summer Training ReportOn

Coke V/s Pepsi Market Share

Submitted in partial fulfillment for the requirement of the

award of degree in

Master of Business Administration

SUBMITTED TO: SUBMITTED BY:

Ms. PRASHANT KUSHWAHA

(Faculty) Roll No. 0935370017

MBA (2nd

Sem.)

APOLLO INSTITUTE OF TECHNOLOGY

KANPUR


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ACKNOWLEDGEMENT

I would like to express my gratitude towards the management of HindustanCoca-Cola Beverages Private Limited, Kanpurfor giving me an opportunity to be

a part of their esteem organization and work on this project to enhance my

knowledge under their guidance.

I am grateful to Mr. Mohit saxena (channel Manager),

Mr. Anand Agarwal (Channel Executive), for their invaluable cooperation and

guidance during the course of the project. They provided me with their assistance

and support, whenever needed, that have been instrumental in the completion of

this project.

I would like to give my heartiest thanks to the HOD of MBA department.

Further, I want to acknowledge Mr .Adesh Tripathi for guiding me and

helping me honestly during the training.

Last but not least, I would like to thank Dr.sanjay bharti Mr. Shanti Ranjan

Upadhyay, Mr.B.S.Yadev, Mrs Anupama Panday, Mr.Ravinder Bhatia for his

personal support due to which this project has become possible.

The learning during the project has been immense & invaluable.

Prashant Kushwaha


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PREFACE

The summer training programs are designed to give the practical knowledge of

corporate world. Training is usually meant for such vocations where advanced

theoretical knowledge is to be backed up by practical experience on the job and it

is because of this reason that summer training programs are designed. So, that the

future manager becomes ready to take the future responsibilities.

I also have been privileged enough to join Coca Cola- one of the biggest brand in

beverages in the world.I have achieved a lot of experience and confidence over the past eight weeks which

will help me to take the future responsibility on my shoulder.

During this period, I was asked to find out theCoke V/s Pepsi Market Share. In the training program I had tried my level best to arrange the work in systematic

and chronological way.

This Endeavour shall provide the coca cola marketing department, an idea about

market condition. Therefore, it is hoped with all sincerity that this work shall be of

definite use to the organization.


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DECLARATION

I will take pleasure in declaring that the project work that is undertaken by me is an

original and authentic work done by me. This project is being submitted I partial

fulfillment for award of degree ofMBA in from Apollo Institute of Technology,

Kanpur.

The content of this report is based on the information collected by me during

my tenure at Coca-cola at KANPUR for Eight Weeks of training from 14

th

June of2010 to 13

thAug. 2010.

PRASHANT KUSHWAHA

M.B.A 2nd

Year

ROLL NO: 0935370017


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Table of content

Front Page

Acknowledgement

Preface

Table of contents

Table of graphs

Main Text

1) Introduction about study

2) Objective of study

3) About organization

4) Research methodology

5) Research analysis

6) Findings

7) Recommendation & suggestion

8) Conclusion

9) Appendix

10)Bibliography


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Introduction of study

This project is an extensive research on the marketing strategies of the two Cola giants Pepsi

And Coca Cola. It covers an extensive survey in theaters and outlets all graphs, fact and figuresof two companies.

It begins with the introduction of soft drink industry and introduction of these two

Companies of soft drink industry.

It covers some of the major strategies adopted by Pepsi and Coca-Cola like their pricing policy,

Sales promotion and advertising policy, distribution policy etc.

The project has been made interesting with the inclusion of the topics, which covers the 4Ps

Of marketing.

Place

Product

Price

Promotion

The major players in the soft drink industry in India are Coke and Pepsi.

Pepsi holds the major market share followed by Coke. They have a cut throat competition

Between themselves.

Whatever strategy is followed by one company, it is copied by the other.

Sample of to brands were selected on the basis of there uses and notice capability.

One of the selected brand are NO1 brand in their respective product categories the other one

Brand is close competitor of the No 1 brands. Total sample of size of 200 respondents selectedon

the basic of convenience was surveyed which include consumers.

Data was collected from secondary as well as primary sources.


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Objective of study

OBJECTIVES OF STUDY

y The main objective of this project is to increase the sales of Company.y To availability the various products of the company.y To find out the present sales status of Coke at the retail and Theaters outlets in the area in

Kanpur.

y To collect data from retailers and theaters for the activation of new channels ofdistribution.

y To study the pre-sale concept of the coke.y To ensure the availability and visibility of the product.y To analyze the effect of schemey To be collaboration of multiplex in Kanpur.

Problems

Lack of pure visi-cooler .Purity level is worse condition because lean season. PepsiCo product is main competitor in market. During lean season there is lack of special offer to promote selling. Availability of product mix. Availability visibility of sale. Consumer perception of sale. Consumer perception of brand.


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SCOPE OF THE STUDY

By this study company can know its growth.

This study helps the company to know their actual position in the market. Helps to find out the promotion activities of the company and help to make relevant

changes according to their rivalry company.

This study ensures the availability of the product in the market. The study helps to fond out the problem of the counter and to find out the requirement for

more sales.

Helps to maintain the outlets in a well designed way to attract the consumers. To find out the level of effectiveness of the 360 degree feedbacks. To analyze and study the benefits of the appraisal systems.

Limitations of Study

This project is preparing with view understand of market survey. Project limitation is theaters and Hotels or out lets in a Kanpur area. Project in limitation of time taken and understand of voice. Compression of focus of marketing mix in compare of coca cola & Pepsi.


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About organization

HISTORY OF COCA-COLA

This story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr. John

Smith Pemberton first mixed Coca-Cola in his back yard. This formula, which was made

from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves,

was brought to the nearby Jacobs Pharmacy where it made its Debut as a soft drink the

same day, selling for only 5 cent. His bookkeeper named this drink Coca-Cola after the

first two ingredients and the same distinctive script he wrote it in is the same logo they

use To this day.

In January 1893 Coca-Cola was registered with the U.S. patent office. Later on in

1915 the Root glass company created the famous contour glass bottle for Coca-Cola

in 1915.

In 1917 Coca-Cola was found to be the worlds most recognized trademark with a

record of 3 million Cokes sold per day. Unfortunately, John Pemberton fell ill, and

did not live to see his products success

Sadly, in the first year of Cokes existence, Pemberton and his partner only made $50.

Pemberton sold two third of his business in 1888 to cover his losses and keep the

business afloat.


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He died later that year, and Mr. Candler, an Atlanta druggist, purchased total interest

in Coca-Cola for an unbelievable $2,300 in 1891. In 1891,Candler and his brother

formed the Coca-Cola Company.

EARLY GROWTH

In 1893 Candler registered Coca-Cola as a patented trademark. He also responded to

growing concern over the dangers of cocaine by reducing the amount of coca in the

drink to a trace. However, he kept some coca extract in Coca-Cola so the name would

accurately describe the drink. Candler only had a patent on the name, and not the

drink syrup that is, the drinks base, containing all the ingredients minus carbonated

water. He figured that keeping the Coca in his formula would legally allow the

company to distinguish its drink from imitations. Other companies also produced

soda drink made with cola nut extract. In particular, the Pepsi-Cola Company would

become Coca-Cola Companys major competitor over the next few decades.

Candler also spent more than $11,000 on his first massive advertising campaign in

1892. The Coca-Cola logo appeared across the country painted as a mural on walls;

displayed on posters and soda such as calendars and drinking glasses. In addition,

Candler was the first person ever to use coupons to gain customers for a product. He

distributed flyers offering free soda fountain glasses of Coca-Cola to people visiting

his drugstore.

In 1894 the Coca-Cola Company opened its first Coke syrup production plant outside

of Atlanta, in Dallas Texa. That same year a candy storeowner in Vicksburg,

Mississippi installed bottling machines and produced the first bottled Coke. It had

previously been sold only at soda fountains. By 1895 the drink was sold in all U.S.

states and territories.

In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga,

Tennessee, bought the exclusive right to distribute Coke syrup to bottles throughout

most of the country for only on dollars, at the


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time, Candler saw little profit in bottling and was more than willing to give up that

part of the business.

In 1915 the Root Glass Company created a couture glass bottle for Coke, its design

based on the curvature of a coca bean. This bottle design became a Coke trademark

worldwide. The same year, Candler retired

from the company, passing it on to his children and moving into polities. He was

elected mayor of Atlanta in 1916.

In 1919 the Candler family sold Coca-Cola to businessman Ernest Woodruff

of Columbus, Georgia, for $25 million. Woodruff son, Robert, was elected company

president in 1923. Robert Woodruff was a skilled marketer and he put more of the

companys resources into market research than manufacturing Coke.

WARTIME DEVELOPMENT

During World War II (1939-1945), Woodruff also boosted Cokes popular image in

the United States by pledging that his company would provide Coke to every U.S.

soldier. The company did not limit itself, however, to only doing business that would

increase its success in America. In the period leading up to the war, between 1930

and 1936, it had set up a division of the company in Germany, and it continued that

venture during the war. It recreated its image as a German company and allowed the

Germans to produce all but two, secret, Coca-Cola ingredients in their own factories.

In 1941 the German companys president, Max Keith, developed Fanta orange soda

using orange flavoring and all the German-made Coke ingredients. The Coca-Cola

Companys wartime efforts helped it expend its global market, often with the

economic support of the U.S. government.

By the end of the war in 1945, it had established 64 overseas bottling plants. The

same year the company registered a patent on Coca-Colas popular nickname, COKE.


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POSTWAR GROWTH

In 1955 Robert Woodruff retired as the Coca-Cola Companys president. Candler and

Woodruff are remembered as the two most important figures in the companys early

growth, both for their contributions to the company and their considerable fortunes

donated to the city of Atlanta. After Woodruff departure, the company began to

diversify by producing new products, acquiring new business, and entering new

international markets.

In 1960 the Coca-Cola Company purchased the Minute Maid Corp. producer of fruit

juices and began offering Coke in cans. Between 1960 and 1963 it also launched four

new soft drink in the United States: Fanta, an orange soda; Sprite, a lemon-lime soda;

Diet Cola; Diet grapefruit-flavored soda. In 1964 the company acquired the Duncan

foods crop. In 1967, it created the Coca-Cola foods division by merging its Duncan

and Minute Maid operations.

In the late 1960s, Coca-Cola faced difficulties in some of its foreign markets.

When the company built a bottling plant in Israel at the outset of the Arab-Israel War, the

governments of all Arab League nations banned the production and sale of Coke. A year

later the company withdrew from its markets in India when that countrys government

requested that Coca-Cola reduces its equity in joint ventures to 40 percent. The company

refused to relinquish so much control over those operations.

In 1977 Coca-Cola began packaging Coke and other drinks in two-liter plastic

bottles. The popularity of these large bottles grew over time,

and their sales earned the company new project, primarily in small specialty and

convenience stores.In 1982 the company introduced Diet Coke, which soon becomes the best-selling diet

soft drink in the world.

Also in 1982, Coca-Cola purchased the motion-picture company, Columbia Picture

Industries, also know as Tri-star Pictures, for almost $700 million. Two year later, the


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company sold off its Columbia holdings and other media acquisitions to Sony

Corporation for over $1.5 billion.

By 1984 Pepsi-Cola had gained on Cokes previous domination of the U.S. market to

the point that the two had almost equal sales. In an attempt to return marketdominance, the company attempted the first-ever reason of the original Coke recipe.

The American public largely rejected New Coke, and so the company quickly

returned to also producing the old recipe under the name Coca-Cola classic.

RECENT DEVELOPMENTS

In 1986 The COCA-COLA Company consolidated all of its no franchised U.S.

bottling operating as Coca-Cola Enterprise, Inc. The new company began acquiring

independent bottling companies, a venture that grew into the worlds largest bottle of

soft drinks by 1988, while Coca-Cola Enterprise distributes over half of all Coca-Cola

products in the United

States, small franchises businesses continue to bottle can and distribute the

companys drink worldwide.

In 1987 The Coca-Cola Company was fisted in the prestigious Dow Jones

Industrial Averages index of stock market performance. Its stock is traded on the New

York Stock Exchange. Coca Cola and Pepsi Company

products occupied nine of the top ten spots in the U.S. soft drink market in

themed-1990s.

Worldwide, Coca-Cola ranked first in soft drink sales, and the company earned

almost 80 percent of its profits from international sales.


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SOFT DRINK INDUSTRY IN INDIA

INTRODUCTION

The Indian Soft-Drink Industry is a 3500 core rupee Industry comprised of

consumers throughout the country, and of all ages. The industry has been comprised

of all Indian Soft-Drinks manufactures and the multinational Coca-Cola up to 1976.

From 1976 to 1989, the industry only comprised of Indian manufacturers namely,

Parle, Campa-Cola and Dukes. Decades of 90s have brought changes in Government

Policies of liberalization, which has helped user in two huge American Multinational

Pepsi-Cola international and Coca-Cola

.

THE CHRONOLOGY OF SOFT-DRINK SCENARIO

IN INDIA

1977

Refusing to dilute its equity stake, Coca-Cola winds up itoperations in the country.

Thums-Up from Parle and Campa-Cola from Pure Drinkslaunched.

1986

An application for a soft drink cum snack food joint venture byPepsi. Voltas and Punjab agro is submitted to the Indian

Government.


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1988

Final approval for the Pepsi food limited project granted by theCabinet committee on economic affairs of the Rajeev Gandhi

Government.

Coca-Cola South Asia Holding Incorporation of the U.S. filesan application to manufacture soft drinks concentrate in Noida

(Delhi) free trade zone.

1990

Pepsi Cola and 7 Up launched in limited market in NorthIndian.

The Government clears the Pepsi Project again but with the brand name changed to Lehar Pepsi. Simultaneously, it also

rejects the application of Coke. Citra hits the market from the

Parle Stable.

1991

Britco food files an application before FIPB to set up a new 50core facility in Maharashtra.

Pepsi extends its soft drink reach on national scale. Productslaunched in Delhi and Bombay.


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Britco foods application cleared by the FIPB, Pepsi and startinitial negotiations for a strategic alliance but talks break of

after a while.

1993

Pepsi launches Teem and Slice to counter Limca and Maazarespectively from Parle. Pepsi captures about 30% market

share in about two years.

Coke files an application for a 100% owned soft drinkscompany with FIPB, Decides to part ways with Rajan Pillai.

The Government clears the Coke application in record time.

Voltas pulls out of the Pepsi Food Limited joint venture. Pepsidecides to buyout the Voltas share and raises its equity to 92%

Report of Coke Parle joint gain strength.

Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda and Teemflavors. Sweeps off the 100ml segment over Pure Drinks.

Coca-Cola buys out Parle and major leaders of the market,Ramesh Chauhan, becomes a part of the Coke game plan.

Fountain Pepsi launched in the Northern part of India.

Coca-Cola hits the Indian in 300 ml at the price of 250 ml.Equity 100% for Coca-Cola.

Pepsi jump up in to Mineral Water name Aquafina.


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2000

Coca-Cola Indian has registered a growth of 18 th percent in itsnet sale during the first quarter of the current fiscal year.

Hrithik the burning sensation of Bollywood is hired toadvertise Coke is very effective.

2001

Coca-Cola upgraded from 1.5 ltr. To 2 ltr.

Coke hired Ashwaria, Amir Khan and Hrithik foreffective advertising.


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COCA-COLA IN INDIA

The Coca-Cola Company entered India in the early 1950s. It set up four bottling

plants at Bombay, Calcutta, Kanpur and Delhi.

In 1950 as there were negligible companies in Indian market therefore Coca-Cola

did not face much competition and they were accepted in Indian market more easily. By

the end of 1977 Coca-Cola had captured more than 45% of market share in India. Then

Coca-Cola left India following public disputes over share holding structure and importpermit.

As per FERA REGULATION the company was required to India close operation

by May 5, 1978 yet strongly enough the companys operation come to end in July 1977.

In October 1993, Coca-Cola returned to India after 16 years of absence with the

slogan Old waves have come to India again first launched in HATHRAS near AGRA

HOME of the famous TAJ MAHAL.

At this time Parle was the leader in soft drink market and had more than 60% of

the total market share in soft drink Coca-Cola joined hand with Parle and strategic

alliance with Parle export give the company instant ownership of the nation top soft

drinks brands Thums-Up, Limca, Citra, Gold Spot and Maaza access to Parles extensive

62 plant bottling network and a base for the rapid introduction of the companys

international brand by striking a $40 million deal with Parle Coke almost a clear sweep

and made it goal as To become an all occasion drink not a special treat beverage.


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VISION OF COCA-COLA IN INDIA

Provide exceptional strategic leadership in the Coca-Cola India System resulting

in consumer and customer preference and loyalty through Coca-Colas commitment to

them, and in a highly profitable Coca-Cola corporate branded beverage system.

MISSION OF THE COCA-COLA IN INDIA

Create consumer products, services and communications customers service and

bottling system strategy processes and tools in order to create competitive advantage and

deliver superior value to:

Consumers as a superior beverage experience. Consumers as an opportunity to grow profits through the use of finished

drinks.

Bottlers as an opportunity to make reasonable to grow profits and volume. TCCC as trademark enhancement and positive economic value added. Suppliers as an opportunity to make reasonable profits when creating real

value added in an environment of system wide teamwork, flexible business

system and continuous improvement.

CCI associates as superior career opportunity. Indian society in the form of a contribution to economic and social

development.


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PRODUCT PROFILE OF COCA-COLA

There are nine brands of coca-cola in India and they are differ in taste, flavor and

also in their colours.

1. COCA COLA

Coke is considered to be a cola drink. It is generally preferred by all sections of

consumer. This is a case cow brand for the company in terms of sales revenue.

2.TH

UMS-UP

Thums-up is also considered to be a cola drink. It is hard in comparison to coke. It

is preferred by all section of consumers but especially to teen-agers. It is a big source of

company to cash its publicity.

3.LIMCA

Limca is considered to be lemony in taste, and comes under the category of

cloudy lemon because of its colour, which is Similar to that of clouds. It has to yield good

sales revenue. It is generally preferred by Children & Women.

4. FANTA

FANTA ORNAGE, It is orange flavor & preferred by Children & Women.

5. FANTAAPPLE

FANTAAPPLE, It is apple flavor preferred by Children & Man, Women .


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6.MAAZA

MAAZA MANGO, in maaza cold drink no gas only based on juice. It is a non-aerated soft drink. It is preferred mostly Children & Women.

7.KINLEY SODA

This is a soda drink. It has no colour and no flavor. It is generally used with

alcohol and used by adults.

8.SPRITE

Sprite is a good product at cola and contains at lemon flavor. And preferred by all

age of people.

9.KINLEY WATER

Kinley water is a fresh and mineral water and market competitor of Bisleri and

Aquafina.

10.MINUTE MAID

In Minute maid pupply orange cold drink no gas only based on orange juice. It is

a non-aerated soft drink and market competitor of Tropicana Twister.

11.DIET COKE

Diet Coke is sugar free flavor. Diet Coke is mostly preferred by Sugar Free patients.


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PRODUCT MIX

Products

The group manufactures and markets Carbonated and Non-Carbonated Soft Drinks and

Mineral Water under Coca Cola brand. The various flavors and sub-brands are- Coca

Cola, Thums Up, Sprite, Limca,Fanta, Fanta Apple,Mazza, Pulpy Orange, Kinnley Soda,

Kinnley Water.

CAN

Diet Coke, Coca Cola, Thums Up, Sprite.

Brand available in 200ml.

1. Coca Cola2. Thums Up3. Sprite4. Limca5. Mazza6. Mazza Tetra Pack

Brand available in 300ml.

1.Thums Up

2.Sprite

3.Limca

4.Kinley Soda


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Brand Available in CAN (330ml)

1. Diet Coke2. Coca Cola3. Thums Up4. Sprite

Brand Available in (350ml)

1. Coca Cola2. Thums Up3. Sprite4. Mazza5. Pulpy Orange

Brand Available in (500ml)

1. Mazza2. Pulpy Orange3. Kinley Water

Brand available in (600ml)

1. Coca Cola2. Thums Up3. Sprite4. Limca


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Brand Available in (1Ltr)

1. Kinley Water2. Pulpy Orange

Brand Available in (1.2 Ltr)

1. Coca Cola2. Thums Up3. Sprite4. Limca5. Mazza

Brand available in (2 Ltr)

1. Coca Cola2. Thums Up3. Sprite4. Limca


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Price of the product

Product Bottle in MT Price200 ml 24 168

200 ml Mazza Tetra Pack 24 216

300 ml 24 215

250 ml Mazza 24 330

330 ml Can 24 580

350 ml Thumsup 24 468

500 ml Mazza 24 168

500 ml Pulpy Orange 24 498

600 ml Soda 24 216

600 ml PET 24 444

1Ltr. Kinnley 12 104

1Ltr. Pulpy Orange 12 552

1.2 Ltr Maaza 12 552

1.2 Ltr Pet 12 207

2 Ltr PET 9 459


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Vision

The long-term vision of Coca-Cola in India is to provide exceptional strategic lead to theCoca-Cola in India.

Through Coca-Cola system resulting in consumer & customer preference and loyaltythrough Coca-Cola is commitment to them and in a highly profitable Coca-Cola

Corporate branded beverage system.

Mission

The mission of coca cola in India is:

Increase in shareholder's value over time. To achieve the above by working with business partners to deliver satisfaction and value

to customers and consumers through world wide system of superior brand and services

thus increasing the brand equity.

To achieve the mission the company seeks the contribution from each of the given areas: People working in the company. Commitment of the company. Goals & objectives of the company. Environmental policy. Internal control. Policy & producers.


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CONSUMER CHOICE AT A GLANCE

Coca-Cola Mainly preferred by the Youngster & Kids.

Thums-Up Youngster.

Limca Common Drink.

Fanta Basically Preferred by Ladies and Kids.

Maaza Also Ladies and Kids.

Sprite Not clearly defines.

Kinley Soda Mostly those who consume liquor.

Kinley water all genders.


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RESEARCH METHODOLGY

What is research?

Research is a common language refers to a search of new knowledge. Research is scientific &

systematic search for pertinent information on a specific topic, infect research is an art of

scientific investigation.

What is methodology?

Research Methodology is a scientific way to solve research problem. It may be understood as a

science of studying how research is doing scientifically. In it we study various steps that are

generally adopted by researchers in studying their research problem. It is necessary for

researchers to know not only know research method techniques but also technology.

What is scope of Research Methodology?The scope of Research Methodology is wider than that of research methods.

The research problem consists of series of closely related activities. At times, the first step

determines the native of the last step to be undertaken. Why a research has been defined, what

data has been collected and what a particular methods have been adopted and a host of similar

other questions are usually answered when we talk of research methodology concerning a

research problem or study. The project is a study where focus is on the following points:

Research design:

A research design is defined, as the specification of methods and procedures for

acquiring the Information needed. It is a plant or organizing framework for doing the study and

collecting the data. Designing a research plan requires decisions all the data sources, research

approaches, Research instruments, sampling plan and contact methods.

Research design is mainly of following types: -

1. Exploratory research.2. Descriptive studies3. Casual studies


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EXPLORATORY RESEARCH

The major purposes of exploratory studies are the identification of problems, the

more precise Formulation of problems and the formulations of new alternative courses of action.

The design of exploratory studies is characterized by a great amount of flexibility and ad-hoc

veracity.

DESCRIPTIVE STUDIES

Descriptive research in contrast to exploratory research is marked by the prior

formulation of specific research Questions. The investigator already knows a substantial

amount about the research problem. Perhaps as a Result of an exploratory study, before the

project is initiated. Descriptive research is also characterized by a Preplanned and structured

design.

CASUAL OR EXPERIMENTAL DESIGN

A casual design investigates the cause and effect relationships between two or more

variables. The hypothesis is tested and the experiment is done. There are following types of

casual designs:

I. After only designII. Before after designIII. Before after with control group designIV. Four groups, six studies designV. After only with control group design.VI. Consumer panel designVII. Exposit facto design


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DATA COLLECTION METHOD

PRIMARY SECONDARY

Direct personal Interview

Indirect personal Interview

Information from correspondents Govt.publication

Mailed questionnaire Report Committees & Commissions

Question filled by enumerators. Private Publication

Research hotels and theaters.

PRIMARY DATA

These data are collected first time as original data. The data is recorded as observed or

encountered. Essentially they are raw materials. They may be combined, totaled but they

have not extensively been statistically processed. For example, data obtained by the peoples.

SECONDARY DATA

Sources of Secondary Data

Following are the main sources of secondary data:

1. Official Publications: Publications of the PEPSI & COKE and by the corporate officeofPEPSI & COKE.

2. Publications Relating to Trade: Publications of the trade associations, stock exchange,trade union etc.

Published Sources Unpublished Sources


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3. Journal/ Newspapers etc.: Some newspapers/ Journals collect and publish their owndata, e.g. Indian Journal of economics, economist, Economic Times.

4. Data Collected by Industry Associations: For example, data available with PEPSI &COKE..

5. Unpublished Data: Data may be obtained from several companies, organizations,working in the same areas. For example, data on PEPSI & COKE magazines.

Period of Study: This study has been carried out for a maximum period of 8 weeks.

Area of study: The study is exclusively done in the area of marketing. It is a process requiring

care, sophistication, experience, business judgment, and imagination for which there can be no

mechanical substitutes.

Sampling Design: The convenience sampling is done because any probability sampling

procedure would require detailed information about the universe, which is not easily available

further, it being an exploratory research.

Sample Procedure: In this study judgmental sampling procedure is used. Judgmental sampling

is preferred because of some limitation and the complexity of the random sampling. Area

sampling is used in combination with convenience sampling so as to collect the data from

different regions of the city and to increase reliability.

Sampling Size: The sampling size of the study is 100 users.

Method of the Sampling:

Probability Sampling

It is also known as random sampling. Here, every item of the universe has an equal chance or

probability of being chosen for sample.

Probability sampling may be taken inform of:


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Simple Random Sampling

A simple random sample gives each member of the population an equal chance of being

chosen. It is not a haphazard sample as some people think! One way of achieving a simple

random sample is to number each element in the sampling frame (e.g. give everyone on the

Electoral register a number) and then use random numbers to select the required sample.

Random numbers can be obtained using your calculator, a spreadsheet, printed tables of random

numbers, or by the more traditional methods of drawing slips of paper from a hat, tossing coins

or rolling dice.

Systematic Random Sampling

This is random sampling with a system! From the sampling frame, a starting point is chosen at

random, and thereafter at regular intervals.

Stratified Random Sampling

With stratified random sampling, the population is first divided into a number of parts or 'strata'

according to some characteristic, chosen to be related to the major variables being studied. For

this survey, the variable of interest is the citizen's attitude to the redevelopment scheme, and the

stratification factor will be the values of the respondents' homes. This factor was chosen because

it seems reasonable to suppose that it will be related to people's attitudes

Cluster and area Sampling

Cluster sampling is a sampling technique used when "natural" groupings are evident in a

statistical population. It is often used in marketing research. In this technique, the total

population is divided into these groups (or clusters) and a sample of the groups is selected. Then

the required information is collected from the elements within each selected group. This may be

done for every element in these groups or a subsample of elements may be selected within each

of these groups.


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Non Probability Sampling

It is also known as deliberate or purposive or judge mental sampling. In this type of sampling,

every item in the universe does not have an equal, chance of being included in a sample.

It is of following type:

Convenience Sampling

A convenience sample chooses the individuals that are easiest to reach or sampling that is done

easy. Convenience sampling does not represent the entire population so it is considered bias.

Quota Sampling

In quota sampling the selection of the sample is made by the interviewer, who has been givenquotas to fill from specified sub-groups of the population.

Judgment Sampling

The sampling technique used here in probability > Random Sampling.

The total sample size is 100 profiles.

Data Collection: - Data is collected from various customers through personal interaction.

Specific questionnaire is prepared for colleting data. Data is collected with mere interaction and

formal discussion with different respondents and we collect data in PEPSI & COKE and face to

face contact with the persons from whom theinformation is to be obtained (known as

informants). The interviewer asks them questions pertaining to the survey and collects the

desired information. Thus, the we collect data about the working conditions of the workers of

COKE; I worked at COKE contact the workers and obtain the information. The information

obtained is first hand or original in character.


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Dr sanjay bharti